Creative Brand Strategy - Task 2A & 2B

Week 1 - Week 6
Ye Xinyan / 0355096
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 2A & 2B:Ideation & Design Direction

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INSTRUCTIONS

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Instructions

Fig.0.0

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Task 2A: Ideation

Based on the yogurt gummy brand Yupi that I developed in Task 1B, I had to come up with concepts for the campaign name, slogan, communication objectives, key messages, online and offline touchpoints, and visual references for the touchpoints.

 I started by making my client journey map better.

Fig.1.0

Improved customer journey map

Virtual Contact Points:

• Social Media
• Website
• Promotional Video
• Email Newsletter

Physical Contact Points:

• Packaging
• Welcome Kit
• POP Store
• Print Advertising

Fig.1.1&1.2

visual reference of touch points

In order to reinforce the touch points, I then began organizing website pages, social media postings, and promotional video styles.

Fig.1.3

Social media touchpoint planning

Fig.1.4

Web touchpoint planning

Fig.1.5

Email Newsletter touchpoint planning

Fig.1.6

Promotional Video touchpoint planning

Task 2B: Design direction

First, I planned the touchpoints based on my ideas and started looking for elements that would fit the brand and began conceptualizing what it should look like.

Fig.2.1

Design direction

Miro Board Link:

https://miro.com/welcomeonboard/cmY1ZGhlcFEyU014SnRybm9wa2wycEJSYmZmU1dLZThtOUQzMVRhckR2Q0NtN3FwMVJKKy90MnhxdzY2QVBRVEpocnF0Zi9hU2tvVnc0c2xEUVV3WndRQTAxZ1dFdE92QmpLSTBhWFBtWVUyWWVDSGFMYS8zckRtZDhQWFJydTYhZQ==?share_link_id=715759118714

After the feedback, I decided on the final emotional version.

Fig.2.2

Moodboard

After feedback, I realized that the colors I chose at first were not bright or lively enough, so I tried brighter colors.

Fig.2.3

Final Color Palette

Final Submission:

Task 2 Ideation & Design Direction，author Ye xinyan 

Fig.2.4

Final Submission

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Feedback

-Week 4

-Project 2A:Keep communication objectives consistent with Task 1B

-Project 2A:The customer journey map can be modified in task2A

-Project 2B:Fleshing out visual references

-Project 2B:Improve touchpoints in subsequent projects

-Project 2B:The new logo color needs to be brighter to match the brand image

-Project 2B:Try brighter colors

-Week 5

-Project 2B:Need to come up with more video examples

-Project 2B:Plan the content of each post in social media and each page of the website, and plan all touch points as much as possible (e.g. how many pages...)

-Project 2B:Match customer experience through customer journey map while considering appropriate content

-Project 2B:Try to combine conceptual things with visuals

-Project 2B:Complex graphic elements are not necessary as graphic elements,can consider simple ones

-Project 2B:Always consider brand personality, brand value and brand voice.